This paper compares the search engine marketing
strategies adopted in China and the Western countries through two illustrative cases, namely, Google and Baidu. Marketers in the West
use search engine optimization (SEO) to rank their sites higher for
queries in Google. Baidu, however, offers paid search placement, or the selling of engine results for particular keywords to the higher
bidders. Whereas Google has been providing innovative services ranging from Google Map to Google Blog, Baidu remains focused on
search services – the one that it does best. The challenges and
opportunities of the Chinese Internet market offered to global entrepreneurs are also discussed in the paper
[1] Grappone, J., and Cousin, G. Search Engine Optimization (SEO): An
Hour a Day, 3rd ed. Hoboken, NJ: Sybex, 2011.
[2] Cheng, P. "Baidu-s six years", China Tech Story, September 2005.
http://chinatechstory.blogspot.com/2005/09/baidus-six-years4.html
(accessed Dec 2011).
[3] China Daily. "Baidu Gains More Search Market Share in Q3." October 2010. http://chinadaily.com.cn/business/2010-10/19/ content_ 11430298.htm (accessed December 2011).
[4] Wells, T. "Baidu Profits from Google-s China Exit." Seochat.com, July
2010. http://seochat.com/c/a/Search-Engine-News/Baidu-Profits-From-
Googles- China-Exit (accessed December 2011)
[5] Bansal, R. "Growth of the Electronic Commerce in China and India: A
Comparative Perspective," Journal of Asia-Pacific Business, 12(4):356-
374, (2011)
[1] Grappone, J., and Cousin, G. Search Engine Optimization (SEO): An
Hour a Day, 3rd ed. Hoboken, NJ: Sybex, 2011.
[2] Cheng, P. "Baidu-s six years", China Tech Story, September 2005.
http://chinatechstory.blogspot.com/2005/09/baidus-six-years4.html
(accessed Dec 2011).
[3] China Daily. "Baidu Gains More Search Market Share in Q3." October 2010. http://chinadaily.com.cn/business/2010-10/19/ content_ 11430298.htm (accessed December 2011).
[4] Wells, T. "Baidu Profits from Google-s China Exit." Seochat.com, July
2010. http://seochat.com/c/a/Search-Engine-News/Baidu-Profits-From-
Googles- China-Exit (accessed December 2011)
[5] Bansal, R. "Growth of the Electronic Commerce in China and India: A
Comparative Perspective," Journal of Asia-Pacific Business, 12(4):356-
374, (2011)
@article{"International Journal of Business, Human and Social Sciences:58136", author = "Linda and Sau-ling LAI", title = "In Search of Excellence – Google vs Baidu", abstract = "This paper compares the search engine marketing
strategies adopted in China and the Western countries through two illustrative cases, namely, Google and Baidu. Marketers in the West
use search engine optimization (SEO) to rank their sites higher for
queries in Google. Baidu, however, offers paid search placement, or the selling of engine results for particular keywords to the higher
bidders. Whereas Google has been providing innovative services ranging from Google Map to Google Blog, Baidu remains focused on
search services – the one that it does best. The challenges and
opportunities of the Chinese Internet market offered to global entrepreneurs are also discussed in the paper", keywords = "Search Engine, Web analytics, Google, Baidu", volume = "5", number = "12", pages = "1935-4", }